Youthful M&S takes on Topshop with youth

Marks & Spencer, the institution trusted by the middle-aged to sell the perfect pair of easy-fit slacks or navy blue crew-neck sweater, is limbering up to take on the youth fashion market ruled by the likes of Topshop and H&M.

Flushed from the success of its relatively luxurious and costly Per Una range by George Davies, which was introduced in 2001, the retailer announced yesterday the launch of a "harder-edged" younger sister collection, called Per Una Due.

The new range, which will include clothes and accessories, will launch on 6 May in 65 stores nationwide with further branches in September.

The loyal M&S customers may be perplexed by Due's promised tight-fitting tops, pleated miniskirts and hipster jeans. But M&S and Mr Davies, the man behind Next and George at Asda, are happy to risk a few raised eyebrows in the pursuit of a revival of fortunes.

"We are delighted that we can extend the appeal of Per Una, building on its considerable success, to reach a younger audience. Per Una offers a clear choice of styles and ensures we will always have something fresh and creative to offer," said Roger Holmes, the chief executive.

The first sightings of the new trend-focused line confirm that Due will interpret designer fashion looks from the international catwalks. It is a highly profitable formula that has secured high-street fashion a pre-eminent position in the British market.

Due will use the popular "fast fashion" technique where stock is limited to an eight-week life span.Due will also be displayed within specially-designed interiors in M&S stores.